East Buy was a company that sold things online, and they had a very popular person named Dong Yuhui who would talk about the things they were selling on live videos. People really liked him and would buy a lot of things when he talked about them. But East Buy and Dong Yuhui didn't get along very well, and they decided to stop working together.

When they announced they were not working together anymore, the company's stock price went down a lot and some people stopped buying things from them. The company tried to say they were still going to be okay without Dong Yuhui, but some people are still worried that they won't be able to sell as many things without him.

Now, East Buy is trying to find other people who can talk about their things on live videos, so they don't have to rely on just one person to make them successful. They hope this will help them sell more things and make their stock price go back up. Read from source...

- The company parted ways with Dong Yuhui, its star livestreaming host who had frequent open conflicts with management, leading to a significant drop in the company's share price.
- The departure marks a strategic shift away from overreliance on individual livestreaming hosts, which could help the company focus on more important challenges such as rising competition and China's slowing retail market.
- The split is likely to have a negative impact on East Buy's profits, as Dong's channel brought in roughly half of the total gross merchandise value (GMV) for the company in the latest quarter.
- Despite the negative impact, the breakup may end the ongoing reputational damage to the company and its founder, Yu Minhong, due to the public nature of the conflict.
- East Buy has been cultivating rising new livestreaming hosts, such as YoYo, also a former instructor at New Oriental known for her world history knowledge, as part of its strategic shift.